Ace Metrix Awards Medals to P&G and United as Most Effective Winter Olympic Sponsors

Ace Metrix Awards Medals to P&G and United as Most Effective Winter Olympic
Sponsors
Chronicling the Path of an Olympian from Childhood and Strong Parenting
Messages Lead the List of Top Ads
Business Wire
MOUNTAIN VIEW, Calif. -- February 26, 2014
Ace Metrix®, the new standard in television and video advertising analytics,
today announced the top performing Winter Olympic brands and ads from
advertising sponsors of the Sochi Games. Procter & Gamble was named the most
effective Olympic Sponsor to advertise during the Games in terms of overall ad
effectiveness for both its corporate branding efforts, which earned Gold, and
several of its individual brands, including Febreze which earned the Silver.
United Airlines took the Bronze for a series of Olympian-packed Team USA ads.
“The Olympics is one of a handful of epic stages for global marketers to
engage with a broad, highly attentive audience and to make a lasting
impression,” said Peter Daboll, CEO of Ace Metrix. “In our analysis of both
the Summer and Winter Olympics, we’ve seen outstanding campaigns as well as
individual ads. Brands like P&G and United were able to effectively
communicate a link between the brand and the celebration behind the Games.
Others, however, struggled to present creative that resonated with the
majority of viewers.”
Medalists – Most Effective Olympic Sponsoring Brands to Date*
Rank Brand Average Ace Score
Gold Procter & Gamble 619
Silver Febreze 603
Bronze United 594
*Advertisers considered for this list are Official Sochi 2014 Olympic sponsors
or sponsors of the 2014 USA Olympic Team airing at least three new ads during
the events. This list identifies the three advertisers earning the highest
average Ace Score for their ads leading up to or during the Olympics. Based on
data collected for ads debuting up until February 23, 2014.
Procter & Gamble once again dominates the Olympics with a combination of
strong corporate branding ads, leveraging a highly emotive and viral “Thank
You Mom” campaign, and a series of product ads for more than a dozen of its
brands. Febreze earned the silver medal for a set of new product ads featuring
children, a method P&G has demonstrated successes with in other campaigns.
United’s bronze medal is this year’s surprise since airlines contribute such a
small number of new creative each year; these three Olympic themed ads from
United represent nearly half of the ads that have debuted in the Airlines
category for 2014. United’s Olympian studded ads performed 6.3% above the
category norm and 7.4% above the Olympics average (the largest gap-to-norm of
all Olympic advertisers), earning the brand a bronze medal as the third most
effective sponsor overall. With quick paced, uplifting music and a variety of
Olympians featured traveling its friendly skies, United conveyed its
long-standing Olympic sponsorship with just a few words, courtesy of Matt
Damon. United’s :60 spot performed best, earning a 71 on our Emotional
Sentiment Index (compared to 57 for the United brand overall).
Most Effective Ads by Olympic Sponsors*
Rank Brand Ad Title Ace Score
1 Procter & Gamble “Mom’s Work :60” 686
2 Procter & Gamble "Falling" 670
3 Procter & Gamble “Toughest Mom” 669
4 Procter & Gamble “Pick Them Back Up” 645
5 Smucker’s “Hardworking Olympians” 633
6 Oral-B “Better You” 632
7 United Airlines “Hopes of a Nation” 626
8 Visa “Meryl & Charlie: The Gold 624
Medalists”
9 Visa “Sarah Hendrickson” 623
10 Samsung Mobile Phones “Going for the Gold” 620
*Definition: The Ace Score is the measure of ad creative effectiveness based
on viewer reaction to national TV ads. A unique sample of 500+ people,
representative of the U.S. TV viewing audience, scores each ad. The results
are presented on a scale of 1-950, which represents scoring on creative
attributes such as Persuasion, Likeability, Information, Attention, Change,
Relevance, Desire and Watchability. An Emotional Sentiment Index is also
available for each ad and is represented on a scale of 1–100, generated using
a natural language algorithm applied to the hundreds of verbatim responses
collected for each ad. Advertisers considered for these lists are Official
Sochi 2014 Olympic sponsors and sponsors of the 2014 USA Olympic Team airing
new ads during the events. This list identifies the advertisers earning the
highest average Ace Score for their ads leading up to or during the Olympics.
Based on data collected for ads debuting up until February 23, 2014.
Two Olympic Seasons
Consistent with the Summer Olympics, America rewards Olympic ads with slightly
higher scores. The average Ace Score for Olympic themed ads is 563 versus a
non-Olympic ad norm of 551. While all age and gender demographics contribute
to the increased scores, the mature viewers (ages 50+) showed the largest
impact, on average, scoring the ads more than 20 points higher than
non-Olympic ads.
The Power of the Olympians
Seventy-two percent of Olympic themed ads featured athletes, up from 58
percent during the London Summer Games. Ads without athletes performed just as
well as those that featured a single athlete (average Ace Score 559 versus
560, respectively), while ads that featured more than one athlete performed
best (average Ace Score 571). P&G, United, Smucker’s and Visa all employed
athletes in the ads that make up eight of the top ten most effective ads of
the Games.
P&G earns five places on the most effective ads of the Olympics list – four
from the highly successful “Thank You Mom” campaign, which mostly debuted in
January, and one for a stand-out Oral-B ad communicating the brand’s
dedication to building a quality product made in the USA.
Coca-Cola Fails to Reach the Podium
The Silver medal winner of the London Games, Coca-Cola’s average Ace Score was
9.6% lower during the Winter Games (579 versus 523) with an apparent shift in
strategy. The brand’s London portfolio included many in-game vignettes that
celebrated the triumphs, past and present, of team USA. Its Sochi portfolio,
however, included a series of: 15 animated text ads that struggled to keep
viewer attention. While Coca-Cola has debuted several online ads that would
have had the broad demographic appeal of an Olympic audience, it instead aired
a much more polarizing set of new ads, including the :30 version of the Super
Bowl ad “America” (Ace Score 558). Even with its non-Olympic themed ads,
Coca-Cola would not break into the top five brands.
For specific data requests or to speak to a representative, please contact Ace
Metrix at creative@acemetrix.com.
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